Yes, Apple does a lot of feature-related marketing these days, which changes their naming priorities.
I remember reading it was a post-Jobs transition thing, where the key message about products transitioned away from vibes and overarching slogans ("shuffle", "the internet comuter"), to features ("iPhone X", "iPhone XS", "iPhone XR", "iPhone XS Pro (??)").
I'm sure that a lot of the old-guard exec team knows it's a loss... I'm sure how they feel about it or why.
I remember reading it was a post-Jobs transition thing, where the key message about products transitioned away from vibes and overarching slogans ("shuffle", "the internet comuter"), to features ("iPhone X", "iPhone XS", "iPhone XR", "iPhone XS Pro (??)").
I'm sure that a lot of the old-guard exec team knows it's a loss... I'm sure how they feel about it or why.